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Atlanta arts organizations collaborate on family subscription series

If necessity is the mother of invention and collaboration the father, Art à la Carte, a build-your-own-subscription service among four performing arts organizations, is the welcome offspring.

Two Woodruff Arts Center members — the Alliance Theatre and Atlanta Symphony Orchestra — and Atlanta Ballet and the Center for Puppetry Arts are collaborating to offer an intra-organization series of family-themed performances.

The recession and its fallout inspired this proposition.

Virginia Vann, the Woodruff Arts Center’s vice president for institutional marketing, tells the background: “When Virginia Hepner became the interim executive director of Atlanta Ballet, she reached out to me on how, in today’s economic environment, arts organizations can work together to maximize their marketing spend. We played with various ideas before landing on the idea of a cross-arts and cultural organization subscription series for families.” (Top photo: the Alliance’s “A Christmas Carol.” Below: the ASO’s “Peter and the Wolf.”)

The series helps ease the financial burden of parents who want to provide cultural experiences for their children by giving them subscription pricing (discounts are in the 20 to 30 percent range) without requiring them to be subscribers of each group.

It also builds awareness. As Vann says, “It has been an interesting journey of organizations who have thought of each other as competitors for the family dollar moving to the understanding that we all benefit from the exposure and education of marketing together.”

Tickets are available at artalacarteatlanta.org.

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